Experiential Marketing
iOttie x Amazon Alexa
iOttie x Amazon Alexa
iOttie announced a first-of-its-kind product to give drivers seamless access to more than 100,000 Alexa skills directly from their vehicle. I led a cross-functional team spanning product development, engineering, creative, and our external PR agency to build and execute a go-to-market strategy in direct collaboration with the Amazon Alexa Auto team. Our work aligned product positioning, messaging, and experiential touchpoints across both organizations, culminating in a full-scale brand activation at CES 2019 where we introduced the product to industry leaders, press, and key retail stakeholders.
Key Details
To showcase the flagship iOttie x Amazon Alexa Auto device, I directed our product development, engineering, creative, and PR agency teams in close collaboration with the Amazon Alexa Auto team to ensure every element of the experience reflected the product's real-world use case. I aligned stakeholders across both organizations on brand standards, key product messaging, and the interactive framework that would define the activation. The result was a custom showpiece designed to replicate the in-car environment, complete with built-in speakers, automotive-grade seating, and a simulated vehicle interior. The installation gave guests a true-to-life opportunity to ask the device for driving directions, control smart home devices, stream music, access weather updates, and more, directly reinforcing the core GTM narrative our team developed alongside Amazon.
CES Experience
With the iOttie x Amazon Alexa Auto device at the center of the activation, I directed our creative team and Las Vegas production vendor to design and build the booth from the ground up. Every detail was considered with the convention center environment in mind, from foot traffic flow to visibility on a crowded show floor. Working closely with our vendor, we brought to life an intricate booth build that included a fully constructed mock car, custom automotive decals throughout the space, and a robust audiovisual setup that made the experience impossible to walk past. Our team oversaw every stage of the build, ensuring the final installation met the creative vision we developed alongside the Amazon Alexa Auto team. The result was an immersive environment designed to stop industry leaders, retail buyers, and CES attendees in their tracks and invite them into the world of iOttie x Amazon Alexa.
Public Relations & Media
The CES activation was one pillar of a broader PR and social media strategy I led alongside our external PR agency and the Amazon Alexa Auto team. Pre-launch, we coordinated a co-owned press release with Amazon and secured embargoed product reviews with 12 top-tier tech publications, giving key editors early access ahead of the public announcement. We also seeded the product with social media influencers in the consumer tech and automotive space, generating over 380,000 organic impressions timed to the CES debut.Prior to the show floor opening, I oversaw our participation in Pepcom, an exclusive media event that gave press a first look at the device before the general conference audience. The appearance resulted in coverage from 22 outlets within 48 hours. Amplification across Amazon's owned social channels extended the campaign's reach further, contributing to a combined total of over 920,000 impressions across earned, owned, and influencer channels.
Showtime at CES
iOttie debuted the Amazon Alexa Auto device alongside its full 2019 product lineup to widespread industry recognition at CES. The activation our team executed drew over 5,200 booth visitors across the four-day event, with the hero car installation serving as one of the most-photographed experiential moments in our section of the show floor. The GTM strategy our team developed in partnership with the Amazon Alexa Auto team translated directly into post-show momentum, including 14 earned media placements across consumer tech and automotive publications, and meaningful retail conversations initiated by buyers who experienced the product firsthand on the show floor.